The Iconic
Australian online fashion retailer
From Wikipedia, the free encyclopedia
The Iconic (styled as THE ICONIC) is an Australian online fashion and sports retailer based in Sydney.[1] The company was launched in 2011 and is one of Australia's largest fashion, sports, beauty, kidswear and homewares destinations.[2][3] with over 1500 brands and 165,000 items,[4][5] including Australian labels P.E Nation, Sass & Bide, Camilla and Marc, Country Road, Witchery and Lorna Jane. International brands stocked include Nike, Levi’s, Calvin Klein, Adidas, MAC, Estee Lauder and more. The Iconic's Yennora based fulfilment centre spans a 28,000 sqm footprint with 46,000sqm of space, including one of the largest mezzanines and pick towers in the Southern Hemisphere.[6][7]
Finn Age Haensel
Andreas Otto
 | |
| Company type | Subsidiary |
|---|---|
| Industry | E-commerce, Fashion |
| Founded | 2011 |
| Founder | Adam Jacobs Finn Age Haensel Andreas Otto |
| Headquarters | Sydney, Australia |
Key people | Jere Calmes (CEO) Rostin Javadi (COO) |
| Products | Clothes, shoes and accessories |
| Parent | Global Fashion Group |
| Website | theiconic |
History
The Iconic was launched in 2011 by three founders and is part of the Global Fashion Group.[8] By 2016. the company had over 400 employees. In 2016, The Iconic moved its headquarters from a Surry Hills warehouse space to an office in the Sydney central business district.[9]
In January 2018, it was announced that CEO Patrick Schmidt would take on a new role as co-CEO of GFG with former Kinnevik Investment Director, Christoph Barchewitz.[10][11] The Iconic began trialling 1-hour delivery in Sydney in May 2018.[12] The company launched The Iconic Kids in August 2018.[13]
Former Rebel Managing Director, Erica Berchtold, took over as CEO of The Iconic in February 2019.[14] Under Berchtold, The Iconic expanded beyond apparel.[15] In September 2021, The Iconic began a partnership with AirRobe, assisting customers in reselling, renting or recycling of their purchases.[16][17]
Jere Calmes succeeded Berchtold as CEO in July 2023.[18] In January 2024, email/password combinations stolen from another site were used to access The Iconic's website and accounts were taken over. The Iconic responded to this incident by refunding all ineligible purchases.[19]
In October 2025, The Iconic launched its Front Row loyalty program.[20]
Achievements and milestones
- Wins “Best New Online Retailer” category at the 2012 Online Retailer Industry Awards (ORIAs).[21]
- Wins “Best Social Commerce” category at the 2013 ORIAs.[22]
- Wins “Best Social Commerce” category at the 2013 ORIAs.[22]
- Wins “Best Mobile Commerce Site/App” at the 2014 ORIAs.[23]
- In November 2014, The Iconic becomes the first Australian fashion retailer to deliver parcels on Saturdays with partner, Australia Post.[24]
- In 2016, The Iconic hosted the world's first runway Swim Show on Sydney's iconic Bondi Beach.[25]
- Wins the "Best Fashion Retailer" and "Best Online Only Retailer" at the Power Retail All Star Bash 2020 Awards.[26]